[Music] [Gonzalo Wynter] Hi, everyone, at the Adobe Summit. This is Gonzalo Wynter, and thanks so much for joining me for this talk where I'm going to be talking about how to survive the go-to-market crisis that all the marketing organizations and revenue organizations in the world are going through by leveraging AI to drive a better retention rates and build customer loyalty. So I hope you're all enjoying the Summit so far, and thanks so much for joining me. I'm a Strategic Account Executive at Kaltura. Kaltura is a video technology company, powering video experiences all around the world for some of the largest enterprises around the globe. And in my role, I lead some of the relationships with our Fortune 500 customers, particularly in the Techspace. So I'm working side by side with CMOs in building their content strategy but also helping them drive better results using video as a medium. So very glad to have you here, and I hope you enjoy this talk and hopefully, you'll find valuable stuff to implement within your team and organization. So let's get started a little bit with describing what does Kaltura do. And in a nutshell, here you can see across multiple different use cases, how are we playing our cards in the video space. So we're a company that is powering video experiences, whether it's live, real-time, and on-demand across multiple different use cases. As you can see on the top side of the screen, we're working with marketing organizations driving their webinar programs through our events platform that also allows them to stream real-time or live their digital events. We're also working with developing community hubs, and these community hubs are basically video portals that allow you to have a lot of your video on-demand content for your viewers, different audiences to be able to watch at their own pace. We're also working on developing a lot of AI tools for making content creation and content production much more easier and seamless with our content lab experience that allows you to create chapters and summaries and quizzes and different highlight clips in just one click. Also, we work with our corporate site teams to develop video experiences that are spread across your dot com, basically allowing you to drive more engaging video experiences for your website visitors. And finally, we're also into the audio space by having our podcast player that allows you to drive that content and turn it into a podcast experience. As you can see, some of the largest tech companies in the world trust in Kaltura, such as Salesforce, Adobe, Bloomberg, AWS, and also, other companies in different sectors such as education and finance and so on and so forth. So we were very lucky to work side by side with these amazing companies that continue to push us to drive more value for their marketing strategies.
So let's get started with the topic of the day. And as I was saying in the first line and as we all know, and we've been talking about this for a while now, right? We are going through a crisis moment. And this is not like another depressing talk about all of the things that are making our jobs harder which it is tough to be a marketer nowadays, but I'm really going to be focusing on how do we see and how do we foresee some of these challenges being solved and what are some of the tools that we bring to market to our customers and how we build together to really try to go through these challenges and thrive. So some of the crisis is driven by the points that we have here on on-screen such as customer acquisition costs are rising, and this is mainly due to the fact that there's much more content out there which is making people's attention less or tougher to grasp. And that, of course, is creating for marketers a big challenge to really make sure that people are watching our ads or are interacting with our content, and that creates an obstacle in the conversion funnel that drives our customer acquisition costs up and that really drives our attention to retention and loyalty. How can we make sure that our existing customers are spending more with us, not just time but also money? And that's probably a much better way to build your revenue than trying to acquire new customers in this new scenario. The market, of course, as we all know, is increasingly volatile with ongoing challenges going in the world, and that creates more difficult scenarios for marketers to build and implement their strategies. And that's how we get to this point where we're all thinking about nurturing and retaining our customers because it's much less expensive to retain our customers than to try to acquire new ones. So under this scenario is that marketers, do they have to operate, and we're going to be discussing today how to navigate all of these challenges. So one of the things that I've seen and I've discussed with some of the most important CMOs in the world is how can we better identify intent? And I think we've discussed intent in the past in the marketing arena, but I don't think we've discussed it enough. And, of course, in especially in the B2B space, it's one of the most important metrics or things that we should be considering once we are designing our strategies and we are trying to target and acquire customers or also retain our existing customers. Why is it intent important? Because it gives us the most important hint ever, which is this person in this team and in this company isn't the right time for us to target them with specific message, right? So being able to identify that specific moment is going to be key to ensure or to maximize our chances of being successful. Once we reach to them with our message. So how to measure intent, right? Because we all talk about it. We all talk about making data-driven decisions. But in reality, not all the marketing organizations are actually leveraging data to launch their marketing campaigns. So there's two ways where we see data playing into identifying the right moment in time to reach out to your potential customers or to your actual customers to ensure your retention flywheel is working in the best way possible. And those are zero-party data and first-party data. And what I mean by this is how are we tracking this data types to make sure that we know at which points in the funnel or on which point in our prospect journey should we reach out to them. And zero-party data and first-party data differ in one central piece, which is that zero-party is data that our prospect or our visits or in our website is offering to us voluntarily. So they want to give us a certain piece of information or a certain preference voluntarily, and that comes in the way of polls or surveys or quizzes or registrations. And that makes us have to think how we can promote more of these types of interactions that allow our prospects, our audience to want to provide to us this type of information about themselves and about their preferences. So collecting zero-party data, it's key to identifying that specific intent that will tell us this specific person might be interested in this or that solution or product. First-party data in exchange is just what we are getting from our customers based on directivity. So it's not something that they are telling us. It's something that we're just tracking based on directivity, maybe on our website or maybe if we're talking about on the digital experiences arena, if they're watching our webinar or for how long they're watching our webinar, if how many times they come back to our landing page, that's the type of first-party data that we want to track because that will help us understand where we can trigger a specific message because now we know what stage in the funnel they are, and we really want to target them really early in their product discovery journey. So once we identify that intent, that specific moment, what should we do? So we're on gathering zero-party data. We're gathering first-party data, but now what? So first of all, we need to make sure that we have a system in place that is collecting all of that data and it's feeding into the marketing strategy. But then the second piece is like a sequel as important is what's the message that we're putting out there. And the way that I like to think about this is basically ask yourself one question. Why would they care? If you can think about a good reason why your visitor into your website or why the person who registered to your webinar or why whatever audience you categorize on your segmenting in social media would care about your message, then you're in trouble. So make sure that the message that you're putting out there follows a proper content strategy, and that's the way that you bring together these two pieces, the data portion of it, like knowing the intent when is the right time to reach out, and the content aspect of it with what message, right? So getting that right is basically the perfect balance and the sweet spot for marketers nowadays if we want to bring those customer acquisition costs down, but also if you want to make better messaging in the right time to our existing customers and retain them in a better way as well. So providing personalized experience is basically the basis and the foundation for this balance that we're just talking about. So for example, if we're talking about someone who attended a webinar but didn't engage that much during the session, maybe we should send a recap due in the form of an email, for example, with just like a short snippet of their webinar and have them interact and create more touchpoints for them to provide their preferences or for us to gather information that then we can use and infuse into our strategy. If someone downloaded a white paper, for example, what does that tell us and at what moments in their journey they downloaded the white paper and how we can use that information to create a more personalized message as a follow-up. And something important that we're going to discuss today, of course, is how AI helps you in this overall strategy, right? And you have the message, you have the data, you have the information, but then you have a certain number of hours and of people to actually build content for feeding that engine that you're putting out there to feed your marketing strategy, right? So AI will help you build the scale to put out as many messages as possible in the right timing, all in a seamless way making you save the money, save time, and save precious resources that you can then dedicate to other types of tasks. So repurposing is something that we do very well at Kaltura. For us, we're always talking about how you can maximize the value that you get out from existing content. So let's say you created a webinar or you created an event, and then when the event finishes or when the webinar ends, now what? Now you want to maximize the value that you get out from that digital experience that you've already invested time and effort in producing, right? So how you can recreate that webinar into other pieces of content that then you can use for social media or for different follow-ups or for email marketing that will continue driving more and more engagement and more interaction that will make sure that you're getting the most value out of that piece of content, and that will create more touchpoints for your audience to interact with, which will transform into more data that then you can use to continue enhancing your overall strategy. As you can see here on the QR code, you can go and find out how VMware managed to use our repurposing tools to really save time and money by creating short clips from their events and repurpose that into their marketing strategy.
So we're thinking about video as a medium, as a key part of our retention strategy because we're thinking about these engagements like, well, then you see here in screen where it's not just in the realm of digital experiences. It's not just you launch a webinar, you got the registration form, someone watches the webinar, and then you send a follow-up email. We're talking about an entire journey where you're trying to create more and more touchpoints to be able to collect more data from your audience that then you can use in your marketing strategy for different types of purposes, right? So it all starts with a registration or an invite, but then you start engaging immediately with different types of content. Maybe it's with a video portal that already has content for your people to watch before the event starts, and then you repurpose that content into different pieces that you can use in multiple different channels. And how you're using all of that during that journey to continue collecting more data, to learn more about your audience and also to drive that value from the content that you're already producing in a better way. So we're thinking about this overall content strategy with video as a central piece and using AI to actually build that state of unity component, allowing your marketers to really take your experiences to a next level.
So we talked about the challenges, right? And some of the things that are driving these challenges as we discussed in the beginning is the amount of content that is right now out there for us to engage with, right? There's many stats about how many pieces of information we as consumers or as digital browsers encounter in online, for example, from different brand, from different companies, and that just brings our attention span to very low levels. So to more content, less attention that we have to pay to the messages that are out there, and that, of course, hinders our ability to convert our prospects into potential customers down the funnel. So we have to think how we can navigate that content overload that our audience is going through by adding more touch points in a smarter way. And on the second side, we can also think about how we can create a more engaging environment for our customers to interact with each other, and that's when the community aspect comes to it. We've discussed a lot of community in the marketing space when it comes to B2C. I don't think we've talked enough about how this place in to B2B. So I think it would be good to discuss how we can build community level experiences to really have our customers interact with each other and build stronger connections that then we can using our advantage to drive better results within our overall marketing strategy.
A couple of examples of this on we can discuss this in further detail is, for example, NetSuite, one of our customers is doing 300 webinars per year to drive customer acquisition, and they are constantly thinking and leveraging AI and using our tools to really take their webinar program to the next level since they want to drive more registrations, more attendees. They want to drive also product adoption for those customers that are already there but are not fully using or leveraging their products, and they want to do it everything at a personalized level. So when you have this scale of small program, how can you think about actually driving one-on-one connections with your customers? And that's how we're working with them very closely and with their marketing leadership to think about how they can continue polishing their webinar program to make a more personalized experience for their viewers and also to drive better results from a customer acquisition standpoint, but also from a product adoption when it comes to retaining their existing customers and getting the most out of them. We can also discuss the story from Nike, how they created digital hubs to build interactive communities, and how this drives better levels of loyalty and customer retention. They particularly did this on their mobile apps with their fitness communities, and I think they've done an amazing job. So if you want to really learn and get inspired of how you can think about building communities around your product and around your service, I highly recommend checking out Nike's example.
Another very nice example of a company that work with us to really drive that engagement up across their digital experiences is Salesforce. So Salesforce streams their flagship events through Salesforce plus, their streaming platform, and those live streams are powered by Kaltura. So this is a really, really, really amazing work that we've done, working closely with our video production team and with our marketing team and with our events team that managed to drive engagement up by 536%, by using different types of interaction tools such as polls and quizzes and service and the chat and collaboration, and also having a transcript. There live for people to go look for specific moments in the talk, in the speech of the session, which was a really good example of how we brought together our video technology with their event capabilities to stream amazing experiences for people to watch live online. And it's a really nice way to think about how you can transform a live experience into then BOD content that you can then repurpose and have people engaging with once the event is over as well.
So to summarize everything that we've talked about and how we as marketers should be thinking about retaining our customers and also trying to bring our customer acquisition costs a little bit down with the existing tools that we have. Of course, we're talking about the medium of video because that's our main area of expertise and how we can leverage AI in our marketing strategy to drive better results. We should be thinking about three immediate steps. The first one is tracking zero and first-party intent data. And it's not just tracking, it's also creating those opportunities. So thinking about how can I create more opportunities for my audience to potentially share with me their preferences? So that's the zero-party data, how we can track that and put that into action. And from the first-party data, how are we putting engagement tools out there throughout our digital experiences, such as surveys and polls for people to share with us their interest, but also so we can track their activity while they are navigating our content and our experiences out there. So that's the first point. Track creating opportunities and tracking zero or first-party data. The second important action item that you should be thinking about and discussing with your boss and with your team is how we can use AI to personalize our content and to create content at scale. And that's very important. We're also talking about how we can use AI to track engagement in real-time. But then from a production standpoint, how we can continue repurposing the content that we've already invested time and efforts on to then share in other different channels and really maximize the value that we're getting from our content. And the third piece, and it's really also important is, how we can centralize all our digital experiences in one central hub that not only brings all of the experiences that you gather but also creates this type of community experience where people can interact with each other and really nurture the loyalty...
Aspect of having people come together to watch an experience together, but also share their thoughts and their interests and continue building that community as you move forward down your digital experiences strategy. So this is it for today. I think another important aspect that I want to mention before I close out is AI is not a magic wand that you can just use and it will fix all your products, but it's definitely going to help you as you think about all of these things and as you navigate all of these challenges. So you should be really thinking about how you can leverage this. And at Kaltura, we're at the forefront of how AI is being used in the video ecosystem, so we will be more than happy to explore it together with you. So thanks so much for joining me, today. I hope you have an amazing rest of the Summit, and thank you, Adobe for having us. It's been a wonderful experience. So wishing you all the best and hope to stay in touch.
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